They said what?! The science of brand controversy
REPORT
17 Feb 2023
They said what?! The science of brand controversy

As polarisation makes controversy inevitable, some brands may grow stronger by allowing themselves to sit at the centre of this discourse. Canvas8 spoke to Cristel Russell, professor of marketing at Pepperdine University, to find out how brands can navigate controversy in a crowded marketplace.

Cristel Russell

Dr. Cristel Russell is a professor of marketing at Pepperdine University’s Graziadio Business School. Her research centres on the intersection of entertainment and marketing, and her academic work has been published more than 72 times in several business journals.

Nicolas Lopez

Nicolas Lopez is a New York-based behavioural analyst at Canvas8. He holds a degree in political science from Columbia University. His research is driven by the relationship between the political, material, and cultural spheres. Outside of work, he can be found writing fiction and riding his bike with no hands.